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Data for Good: Building Charity Awareness Across Russia’s FMCG Consumers

Making a positive impact by leveraging our data alongside the talents of our associates is an integral part of Nielsen in every part of the world. Every year, our associates dedicate their time to make a difference in our communities around the world.

This year, Nielsen Russia launched a pro bono Data for Good project for the Life Line charity foundation, which helps children with dangerous diseases by funding high-technology surgeries and medical research. For the project, we primarily wanted to help Life Line learn more about its supporters and then develop stronger connections with them.

 Our initiative included a survey of Russian consumers, and assessment of the foundation’s image and a neuroscientific study of new product packaging that includes the foundation’s emblem and messaging. The foundation developed the product packaging with a large fast-moving consumer goods (FMCG) brand, and both parties wanted to assess whether the messaging was effective.

The foundation has active partnerships with several FMCG manufacturers, and each one uses a similar awareness and engagement strategy: Work with the manufacturer to include the charity’s emblem on the package with messaging that lets consumers know that a portion of the sale of the product will be donated to the charity to help sick children. For this project, we assessed the effectiveness of the marketing associated with the emblem and messaging on pre-packaged salad.

During our neuro research, we found that the new pack design attracted consumers and that purchase intent was comparable with purchase intent for the original package. This served as evidence that consumers were not dissuaded from buying a product associated with a charity organization. This result came as a surprise, given that consumers in Russia don’t typically engage with charitable marketing efforts across the FMCG landscape.

“It is very important for us that Nielsen took the initiative to analyze the effectiveness of our image and analyze the effectiveness of our campaigns,” says Elena Nogotkova, Head of Public Relations at the Life Line charity foundation. “Now, we don’t need to guess what the outcome of our work is. We know the outcome. With real data in our hands, it’s easier to discuss joint launches with manufacturers and retailers. We have already started using the results of this research in negotiations with our partners, and we will be happy to continue our collaboration with Nielsen in order to support our campaigns and projects with accurate data.”

Our learnings from this pro bono project are not unique to Life Line or the salad producer. They speak to the appeal of charity organizations to Russian consumers and can inform the decision-making of any organization looking to develop philanthropic activities through integrations with FMCG brands.